Brand health is one of the most crucial aspects of a successful business. Use these nine questions delve deeper into your brand and assess its overall health and how it's positioned in the market.
Learn more: How to track, measure and improve your brand health
These questions are reworked versions of those posed by non-profit Brand Strategy Consultant, Michele Levy, author of Building Your Brand: A Practical Guide for Non-profit Organizations. Although originally written for non-profits, we think they’re applicable for all businesses as they align with industry standard practice.
9 questions to ascertain your brand health
- Is your business or organisation changing? Are you growing, merging, revising your strategic plan, changing your name, or moving from being a local to a regional or national brand?
- Is your market changing? Are there behavioural changes in the marketplace that impact your products or services
- Do you have different clients now to what you did when your current brand was developed? Is your core client base (where you get most of your business from) evolving?
- Do you feel like people should know about your brand but they don’t? Do you feel that people know that you exist but not why they should care?
- If you ask 10 people in your business “What is our mission?” will you get 10 different answers? Or will they know at all?
- Can your executives explain your vision, mission, and values and how all the pieces fit together, are they the only ones that can?
- Do you have multiple or dueling logos that are used seemingly randomly?
- Do your communications display a diverse range rather than one unified and consistent demonstration, visually and in their messaging?
- Do you lack comprehensive brand and messaging guidelines that are consistently used by everyone, both internally and externally?
Related content: What are the brand tracking KPIs for a brand manager to monitor?
To learn more about how to measure and improve your brand health, download our free Brand Health Check guide below.